2020
9
UK Attitudes towards Germs Market Report 2020
2020-12-01T03:01:08+00:00
OX990120
2195
128146
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Report
en_GB
“The remarkable rise in sales of germ-killing cleaning products recorded in 2020 will be hard to replicate. However, COVID-19 offers brands new opportunities to appeal to consumers by catering for…

UK Attitudes towards Germs Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Attitudes Towards Germs market including the behaviours, preferences and habits of the consumer.

Value sales of the germ-killing cleaning product category are expected to record a 45.5% increase to £358.5 million in 2020, driven by hygiene-related concerns generated by the pandemic. Mintel’s consumer research underlines this, with 48% of germkilling cleaning product users having spent more time cleaning their house since the start of the outbreak, and 44% having increased their use of germ-killing cleaning products around the house.

Despite demand for germ-killing cleaning products remaining higher than before the COVID-19 epidemic, value sales in the category are expected to see a gradual decline. This will strongly depend on a vaccine becoming available in 2021. The economic after-effects of the pandemic will also impact on the size of the market, leading consumers to opt for private labels and lowerpriced options.

As private labels extend their offering and gain competitiveness, it will become even more crucial for brands to emphasise their added value and original features to stand out. While exclusive scents and unique packaging concepts designed to make homecare more inclusive can help brands to differentiate their offering, investments in innovative product concepts like UV light or suitable for use on the body have the potential to disrupt the entire category in the longer term.

Quickly understand

  • The impact of COVID-19 on the germ-killing cleaning product market.
  • Launch activity and innovation opportunities for 2021 and beyond.
  • Preference towards germ-killing cleaning products and usage frequency of germ-killing cleaning products around the house.
  • Important product features in germ-killing cleaning products.
  • Changes in consumer behaviours around homecare and germ-killing cleaning products since the COVID-19 outbreak.
  • Interest in germ-killing cleaning product concepts.
  • Attitudes towards germ-killing cleaning products.

Covered in this report

Products featured: Antibacterial multipurpose cleaners, Disinfectants, including disinfectants liquids and spray, Bleach, including thick and thin liquid bleach and spray bleach.

Brands included: Dettol, Flash, Method, Cif, Zoflora, Jeyes, Astonish, Stardrops, Harpic, Easy, Parazone, Domestos and many more.

Expert analysis from a specialist in the field

Written by Emilia Tognacchini, a leading analyst in the Brand and Household Care, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The remarkable rise in sales of germ-killing cleaning products recorded in 2020 will be hard to replicate. However, COVID-19 offers brands new opportunities to appeal to consumers by catering for newly developed cleaning habits and tapping into the wellness trend to encourage consumers to see homecare routines as an extension of personal care ones. Although hygiene concerns will continue to drive purchases in the category in the short term, strengthened environmental concerns will impact on consumer behaviours and final shopping decisions, favouring brands committed to positive change over the longer term.

Emilia Tognacchini
Brand and Household Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues
    • Market context
    • Economic assumptions
    • Products covered in this Report
  2. Executive Summary

    • The market
    • COVID-19 revamps sales of germ-killing cleaning products
      • Figure 1: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
    • Impact of COVID-19 on germ-killing cleaning products
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
    • Align with new cleaning needs
    • Invest in positive change for long term success
    • Homecare routines become part of a holistic approach to health
    • Fickle consumer sentiment may lead to trading down
    • The consumer
    • Bleach most used germ-killing cleaner
      • Figure 3: Usage of germ-killing cleaning products, by gender, August 2020
    • Frequently touched surfaces create hygiene concerns
      • Figure 4: Frequency of usage of germ-killing cleaning products, August 2020
    • Consumers value convenience
      • Figure 5: Important germ-killing cleaning product features, August 2020
    • Home cleaning becomes a higher priority
      • Figure 6: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
    • Interactive formulas represent an opportunity
      • Figure 7: Interest in germ-killing cleaning product concepts, August 2020
    • Boost emotional connection with homecare brands
      • Figure 8: Attitudes towards germ-killing cleaning products, August 2020
    • Companies and brands
    • Dettol benefits from positive reputation while Method captures green sentiments
      • Figure 9: Brand share in antibacterial multipurpose cleaners, year ending September 2020
    • Zoflora appeals through scents
      • Figure 10: Brand share in disinfectant specialist cleaning, year ending September 2020
    • Bleach means Domestos
      • Figure 11: Brand share in bleach, year ending September 2020
  3. Issues and Insights

    • Tap into healthy lifestyles, not just hygiene
    • Stay ahead of the competition through innovation
  4. The Market – Key Takeaways

    • COVID-19 revamps sales of germ-killing cleaning products…
    • …but fickle consumer sentiment makes people trade down
    • Align with new cleaning needs
  5. Market Size and Forecast

    • Impact of COVID-19 on germ-killing cleaning products
      • Figure 12: Short-, medium- and long-term impact of COVID-19 on germ-killing cleaning products, 16 November 2020
    • COVID-19 revamps sales of germ-killing cleaning products…
    • …but demand for home germ-killing cleaning products will slow down
      • Figure 13: UK value sales of germ-killing cleaning products (prepared on 16 November 2020), 2014-25
    • Align with new cleaning needs
    • Invest in positive change for long term success
      • Figure 14: UK central forecast value sales of germ-killing cleaning products (prepared 16 November 2020), 2015-25
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast (prepared 13 October 2020), 2015-25
    • Lessons from the last recession
      • Figure 16: UK value sales of germ-killing cleaning products, 2007-17
    • Forecast methodology
  6. Market Segmentation

    • Antibacterial multipurpose cleaners see greatest increase
      • Figure 17: UK retail value sales of germ-killing cleaning products, 2018-20 (est)
    • Household bleach sees moderate growth
    • Value sales of disinfectant specialist cleaning rise
      • Figure 18: Example of anti-bacterial launches formulated with probiotics, 2018-20
  7. Channels to Market

    • Value sales increase across all channels
      • Figure 19: UK retail value sales of germ-killing cleaning products*, 2018-20 (est)
    • Convenience stores benefit from at-home working practices
    • Collaborate with retailers to improve consumer shopping experience
    • eCommerce is here to last
      • Figure 20: People who have increased the amount of shopping they do online since the COVID-19/coronavirus outbreak, 28 February-16 April
    • Adapt packaging to ensure a positive delivery experience
    • The future is touchless
  8. Market Drivers

    • Fickle consumer sentiment makes people trade down
      • Figure 21: Trends in consumer sentiments for the coming year, January 2009-September 2020
    • Older age groups become more prominent
      • Figure 22: Trends in the age structure of the UK population, 2015-25
    • Concerns about germs create new cleaning needs
      • Figure 23: Persil launches new Antibacterial Laundry Sanitiser, 2020
    • Homecare routines become part of a holist approach to health
      • Figure 24: Tody app, 2020
    • Prevent germ-killing cleaning fatigue
      • Figure 25: Dettol Antibacterial Surface Cleanser features the seal of approval from The British Allergy Foundation, 2020
    • Consumers question scents’ safety and indoor pollution
      • Figure 26: Attitudes towards scents, August 2019
      • Figure 27: Examples of antibacterial aircare launches, 2020
  9. Companies and Brands – Key Takeaways

    • Dettol benefits from positive reputation while Method captures green sentiments
    • COVID-19 boosts demand for antibacterial claims
    • Podcasts and the gaming world offer new advertising opportunities
  10. Market Share

    • Dettol benefits from positive reputation
    • Methods captures consumer demand for eco-friendly options
      • Figure 28: UK retail value sales of antibacterial multipurpose cleaners, year ending September 2018, 2019 and 2020
    • Cif extends its green offering
    • Own-label antibacterial multipurpose cleaners on the rise
    • Zoflora appeals through scents
      • Figure 29: UK retail value sales of disinfectant specialist cleaning, year ending September 2018, 2019 and 2020
    • Astonish’s value sales favour from NPD
    • Bleach means Domestos
      • Figure 30: UK retail value sales of household bleach, year ending 2018, 2019 and 2020
  11. Launch Activity and Innovation

    • Antibacterial claims on the rise
      • Figure 31: Proportion of household care NPD carrying the antibacterial claim, January 2017-September 2020
    • COVID-19 boosts demand for antibacterial claims
      • Figure 32: Share of household care launches carrying the anti-bacterial claims, by category, January 2017-September 2020
      • Figure 33: Nicky Defend Antibacterial Disposable Hand Towels, 2020
    • Provide efficacy and sustainability for higher market penetration
      • Figure 34: Selected examples of cleaning equipment NPD carrying the antibacterial claim, 2020
    • Reckitt Benckiser accounts for 29% of antibacterial launches
      • Figure 35: Proportion of household care* NPD carrying the antibacterial claim, by top ten ultimate companies and other, 2019
      • Figure 36: Examples of antibacterial NPD from Dettol and Cif, 2019-20
    • SC Johnson diversifies with traditional and eco-friendly brands
      • Figure 37: Selected examples of antibacterial NPD from SC Johnson & Son, 2019-20
    • Private labels invest in NPD…
      • Figure 38: Selected examples of new packaging and new varieties from private labels, 2019
    • …and highlight on-pack antibacterial claims
      • Figure 39: Selected examples of relaunches from private labels, 2020
    • Aldi offers value and sustainability at once
    • Domestos explores handy formats
      • Figure 40: Domestos Spray Bleach Multipurpose Cleaner, 2020
    • Cif extends its ecorefill technology
      • Figure 41: Cif Ecorefill Anti-Bac and Shine Multi-Purpose formula, 2020
    • COVID-19 specific claims make their entrance
    • Hospital-inspired brands disrupt the category
      • Figure 42: Examples of antibacterial launches with hospital-inspired launches, 2020
    • Academic research leads innovation
      • Figure 43: Germagic Multi-Pro 72 Disinfectant Spray, June 2020
  12. Advertising and Marketing Activity

    • Reckitt Benckiser covers over half of total adspend
      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on selected household care categories*, by leading advertisers, 2019
      • Figure 45: Total above-the-line, online display and direct mail advertising on selected household care categories*, by leading brands, 2019
    • Dettol encourages long-term protection
      • Figure 46: Dettol ‘Keep Protecting – Chess’ advert, 2020
    • Domestos increases toilet access around the world
      • Figure 47: Domestos ‘We Can Do It’ advert, 2019
    • Harpic promotion encourages bleach users to switch
      • Figure 48: “Harpic power plus: the ultimate hygiene routine” advert, 2020
    • Zoflora launches virtual fragrance workshop
      • Figure 49: Zoflora’s Botanical workshop post, September 2020
    • Podcasts offer a new advertising opportunity
      • Figure 50: Total above-the-line, online display and direct mail advertising expenditure on germ-killing cleaning products*, by media type, 2019
    • Watch out for the virtual gaming world
    • Nielsen Ad Intel coverage
  13. The Consumer – Key Takeaways

    • Bleach most used germ-killing cleaner
    • Consumers value convenience
    • Home cleaning becomes a higher priority
  14. The Impact of COVID-19 on Consumer Behaviour

    • COVID-19 remains a source of preoccupation
      • Figure 51: Concern of exposure risk to COVID-19/coronavirus, 28 February-1 October 2020
    • Environmental concerns strengthen during the pandemic
      • Figure 52: Change in priority given to the environment since the COVID-19/coronavirus outbreak, 8-19 October 2020
      • Figure 53: Examples of antibacterial launches formulated with plant based/derived ingredients and/or sustainably sourced ingredients, 2020
    • COVID-19 boosts health-focused shopping behaviours
      • Figure 54: On-pack information influencing purchase of household care products, May 2020
      • Figure 55: Examples of antibacterial launches supporting skin health, 2016-18
    • Face masks become an indispensable accessory
      • Figure 56: Examples of antibacterial launches suitable for mask cleaning, 2020
    • On-the-go germ-killing formulas still have a go
      • Figure 57: Examples of antibacterial launches to use on-the-go, 2020
  15. Usage of Germ-killing Cleaners around the House

    • Bleach most used germ-killing cleaner
      • Figure 58: Usage of germ-killing cleaning products, by gender, August 2020
    • Aromatherapy can boost a health-focused approach to homecare
      • Figure 59: Examples of launches carrying both the antibacterial and aromatherapy claims, 2019
    • It is the right time to explore new product concepts
      • Figure 60: Repertoire of germ-killing cleaning products used, August 2020
  16. Frequency of Usage of Germ-killing Cleaners

    • Associate kitchen cleaning with cooking ideas
      • Figure 61: Frequency of usage of germ-killing cleaning products, August 2020
    • Frequently touched surfaces create hygiene concerns
    • Pet owners represent an opportunity
      • Figure 62: Regina Pets Extra Large Paper Sheets, 2020
  17. Important Product Features

    • Consumers value convenience
      • Figure 63: Important germ-killing cleaning product features, August 2020
    • Germs can hide in unexpected areas
    • Younger age-groups more likely to examine eco-friendliness…
      • Figure 64: Importance of selected germ-killing cleaning product features, by age, August 2020
    • …and sensory features
      • Figure 65: Examples of household care launches carrying the alcohol-free claim, 2018-20
      • Figure 66: Examples of anti-bacterial launches scented with essential oils, 2020
  18. Change in Behaviours since the COVID-19 Outbreak

    • Home cleaning becomes a higher priority
      • Figure 67: Change in consumer behaviours since the start of the COVID-19 outbreak, by gender, August 2020
      • Figure 68: Examples of launches that encourage healthy routines, 2020
    • Support an equal division of household care tasks
    • Tackle over-cleaning to support healthy homes
    • New options appeal to younger consumers
      • Figure 69: Consumers who have tried a new germ-killing cleaning product since the start of the COVID-19 outbreak, by age, August 2020
      • Figure 70: Procter & Gamble’s NBD. range of household care products, 2020
  19. Interest in Germ-killing Cleaning Product Concepts

    • Interactive formulas represent an opportunity
      • Figure 71: Interest in germ-killing cleaning product concepts, August 2020
    • Consumers express interest in long-lasting germ-killing effect
      • Figure 72: Procter & Gamble’s Microban 24 range of household care products, 2020
      • Figure 73: Examples of launches formulated with ingredients that inhibit growth of bacteria, 2018-20
    • Remote working practices will continue
      • Figure 74: Examples of hard surface care launches designed for tech devices, 2018-20
    • Cross-category formulas can appeal to 16-34s
      • Figure 75: Electrosan Skin and Surface Antiviral Spray, August 2020
      • Figure 76: Interest in germ-killing cleaning products also suitable for using on the body, by age, August 2020
    • Support innovation through science
  20. Attitudes towards Germ-killing Cleaning Products

    • Boost emotional connection with homecare brands
      • Figure 77: Attitudes towards germ-killing cleaning products, August 2020
      • Figure 78: Astonish Spread Love Not Germs Antibacterial Surface Cleaner, 2020
    • Private labels experience growing momentum
      • Figure 79: Method’s Art Collection range of household care products, 2020
    • Stand out through inclusiveness
    • Using germ-killing formulas is not a 100% rational choice
      • Figure 80: Flash Traditional Collection Natural Fresh Soap Multipurpose Spray Cleaner, 2020
    • 16-34s more likely to question germ-killing cleaners’ sustainability
      • Figure 81: Agreement with “Germ-killing cleaning products are more damaging for the environment than regular cleaning products, by age, August 2020
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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